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Shiseido Addresses Postmenopause

Shiseido plans to put a new face on antiaging for fall with Benefiance NutriPerfect, the brand's first products for postmenopausal women.

Shiseido plans to put a new face on antiaging for fall with Benefiance NutriPerfect, the brand’s first products for postmenopausal women.

This story first appeared in the November 30, 2007 issue of WWD.  Subscribe Today.

“NutriPerfect allows us to both strengthen the Benefiance franchise, which we launched in 1996, and address a consumer group we aren’t currently serving,” said Heidi Manheimer, chief executive officer of Shiseido Cosmetics (America) Ltd., of the fiftysomething-plus audience for which NutriPerfect is intended. “The Benefiance collection — which has 20 existing stockkeeping units — currently represents 17.3 percent of Shiseido’s overall business and 29 percent of Shiseido’s skin business, so it’s obviously very important to us. And NutriPerfect does not cannibalize any existing business because we aren’t now actively addressing the group to which it’s targeted.” The great majority of Shiseido’s sizable skin care business is targeted at women 40 and younger, she noted.

NutriPerfect’s chief intent is to address the elasticity and thinning skin issues women face as they age. “Women’s skin gets thinner and less elastic as they enter into menopause,” said Tomoko Yamagishi-Dressler, vice president of marketing for Shiseido Prestige Brands — adding that hormonal imbalances begin to affect the epidermal and dermal cells and the muscles beneath them, and collagen production begins to decline, further exacerbating those issues.

The key ingredient in NutriPerfect is Carnosine DP, a proprietary peptide blend which is intended to have antioxidant and antiwrinkle benefits. “Carnosine is a powerful peptide that occurs naturally in muscle tissues and which can also be taken internally as a nutritional supplement,” said Jean Bellard, director of education for Shiseido Prestige Brands. “In this form — which Shiseido’s labs have made into a stable ingredient with a controlled delivery system — we believe that it also increases the elasticity and density of the skin, particularly in women who are postmenopausal.”

The line includes both a day cream and a night cream, and Carnosine DP is the major driver in both. As well, both creams also include vitamins B5, C and E, intended to strengthen skin, generate collagen and prevent cellular damage, said Bellard. The day and night creams have proprietary scents: The day version has bergamot, orange, green and aquatic notes, said to reduce stress, while the night cream smells of lavender, marjoram, cedar- and sandalwood, said to promote deep sleep.

Day Cream SPF 15 will retail for $88 for 50 ml., while the night cream will be priced at $92 for 50 ml.

Both will be available in about 1,000 U.S. department and specialty store doors, including Macy’s, Nordstrom and Sephora, in February. National advertising is planned and scheduled to break in March fashion, beauty and lifestyle magazines, said Yamagishi-Dressler. More than 200,000 samples will be distributed, with a special facial massage available at counter, added Yamagishi-Dressler.

While none of the executives would discuss sales figures or advertising spending, industry sources estimated that NutriPerfect would do about $8 million at retail in its first year on counter and that about $3 million would be spent on advertising and promotion.

Manheimer noted that Shiseido’s items are now available at retailers’ online sites, something previously prohibited by a Japanese law.